Can Justin Bieber Use the Fashion Industry to Repair His Reputation?

The fashion world is no stranger to scandal. Some of the biggest talents in the industry have faced intense public scrutiny for their personal behavior — from Kate Moss, who famously lost dozens of modeling contracts after photos of her doing cocaine surfaced, to Dolce and Gabbana, for long-alleged tax fraud, to John Galliano, who was fired from Christian Dior when he was caught on video making anti-Semitic remarks.

While most of these players emerged relatively unscathed on the other side, there was a period of time where their futures were uncertain. Would the mainstream media, fans and, perhaps most importantly, consumers who shop the products attached to their names forgive them? Considering how Moss's earnings reportedly doubled after her scandal and that Galliano is back with a critically lauded debut at Maison Margiela, it makes sense that one of the latest pop cultural figures to be rocked with accusations of misconduct would turn to the fashion industry to help him make a comeback: none other than Justin Bieber.

At just 21 years old, the former teen pop heartthrob has made headlines for a number of unsavory situations he's been involved in, including underage drinking, drag racing, drug possession, soliciting prostitution, an alleged hook-up with Miranda Kerr, fighting and being generally nasty to everyone around him. Bieber had more run-ins with the law in 2013 and 2014 than most people have in a lifetime, and his reputation as a talented, respectable musician has been completely destroyed. In 2015, he's clearly embarked on a comeback tour — which culminated with his roast on Comedy Central in March — but in a surprising strategy, Bieber chose to seek redemption by first winning over the fashion industry.

In January, Bieber was named the face of Calvin Klein underwear, showing off his newly buff bod in a campaign alongside Lara Stone. He appeared in the 2015 music issue of V magazine in a black and white spread shot by Karl Lagerfeld, and he's the cover star of the newest edition of indie magazine Hero, with an editorial shot by Saint Laurent's Hedi Slimane. Vogue dubbed him as a member of Hollywood's new "Brat Pack" and was featured in the April issue, shot by Mario Testino. To top it all off, he was Olivier Rousteing's date to the Met Gala, where the Balmain designer addressed him on the red carpet as "the future of fashion." There are even rumors that he will guest star in the upcoming "Zoolander" sequel.

Justin Bieber by Hedi Slimane for "Hero" magazine. Photo: Hero

But what is it about Bieber — who's never really been known for his personal style or for being a trendsetter — that has led the industry to accept him so fervently, despite his widespread reputation for being so unsavory? "People are genuinely intrigued about where he's going next; he's a global phenomenon already, but he's almost starting from scratch again," the editors of Hero, Fabien Kruszelnicki and James West, wrote in an email when asked why they decided to put Bieber on the cover. "That's an exciting place to be in your career, and that determination and electricity is infectious. He's also finding a new identity, setting out who 'the new Bieber' is and clothes and style are a massive part of that."

Bieber's former demographic (aka the "Beliebers") is likely very different — in age and in income — from the high fashion one he's trying to reach now, but according to Sylvie di Giusto, a New York-based corporate image consultant, that's part of his appeal. "Fashion is a 'grown up business;' when you’re working in fashion, you're likely not a youngster anymore with a fan base around 12, 13, 14 years old," she explained. "It’s a money business, and what we tend to forget is that not only is Bieber growing up, so is his fan base. They’re a very important target market for all of these designers who are working with him."

Casting Bieber earned Calvin Klein millions of social media followers. While his fans might not be able to afford items by Karl Lagerfeld or Balmain quite yet, they might be able to 10 years down the line, and Bieber can be credited with the beginning of their relationships with these high-end brands. In addition, they're likely not worried about alienating existing customers who might be turned off by seeing Bieber in these ads and editorials. "These brands are thinking about building out a followership for the future — attracting more followers that they don't have right now," di Giusto said, and Bieber is the key getting these new eyes on their brands.

Photo: Mert and Marcus

Despite how hiring or shooting Bieber may seem random or disingenuous for a high fashion label, di Giusto claims it's a more natural fit than some might think. "The fashion and music industries are very close to each other — if you’re in the music industry, the way you dress yourself becomes so important because there's so much press around you," she said. "He was already 'in the business' even if he’s a musician, so this brand ambassador relationship makes a lot of sense."

No matter how tarnished his reputation may be, the fashion industry is likely to give Bieber just what he needs to emerge with a brand new image. This means Bieber's going to be sticking around awhile. "Fashion always embraces rebels, the anti-heroes, risk-takers and outsiders," Kruszelnicki and West added. "Maybe they make us feel more alive. Once you have the support of the fashion crowd, everything else follows."

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Victoria's Secret is an American retailer of women's wear, lingerie and beauty products. It is the largest segment of publicly-traded Limited Brands with sales surpassing $5 billion USD and an operating income of $1 billion in 2006. Victoria's Secret is known for its fashion shows and catalogues, which feature top fashion models.

==History==

Victoria's Secret was started in San Francisco, California, in 1977 by Stanford Graduate School of Business alumnus Roy Raymond, who felt embarrassed trying to purchase lingerie for his wife in a department store environment. He opened the first store at Stanford Shopping Center, and quickly followed it with a mail-order catalog and three other stores. The stores were meant to create a comfortable environment for men, with wood-paneled walls, Victorian details and helpful sales staff. Instead of racks of bras and panties in every size, there were single styles, paired together and mounted on the wall in frames. Men could browse for styles for women and sales staff would help estimate the appropriate size, pulling from inventory in the back. In 1982, after five years of operations, Roy Raymond sold the company to The Limited.

The Limited kept the personalized image of Victoria's Secret intact. Victoria's Secret was rapidly expanded into the U.S. malls throughout the 1980s. The company was able to vend a widened range of products, such as shoes, evening wear, and perfumes, with its mail catalog issued eight times annually.

By the early 1990s, Victoria's Secret had become the largest American lingerie retailer, topping one billion dollars.

On July 10, 2007, Limited Brands sold 75% of The Limited clothing chain to firm Sun Capital Partners to focus and boost sales growth on Victoria's Secret lingerie stores and Bath & Body Works units, which provided 72% of revenue in 2006 and almost all the firm's profit. There are 1,000 Victoria's Secret lingerie stores and 100 independent Victoria's Secret Beauty Stores in the US, mostly in shopping centers. It sells brassieres, panties, hosiery, cosmetics, sleepwear, and other products. Victoria's Secret mails more than 400 million of its catalogs per year. Under pressure from environmentalist groups, Victoria's Secret's parent firm and a conservation group have reached an agreement to make the lingerie retailer's catalog more environmentally friendly in 2006. The catalog will no longer be made of pulp supplied from any woodland caribou habitat range in Canada, unless it has been certified by the Forest Stewardship Council. The catalogs will also be made of 10 percent recycled paper from post-consumer waste.

Victoria's Secret is now attempting to build its image with a fairly conservative, middle-class shopper in mind, avoiding any connotations of sleaziness that lingerie might carry.

The company gained notoriety in the early 1990s after it began to use supermodels in its advertising and fashion shows. Throughout the past decade, it has turned down celebrity models and endorsements.

Victoria's Secret makes use of a rigorous customer service model, stressing upselling, frequent staff attention, and signing up customers for a store credit card that provides discounts for frequent shoppers in the way of coupons by mail and free merchandise.

Victoria's Secret Angels

Victoria's Secret Angels on a commercial for the Secret Embrace line."Victoria's Secret Angels" are the brand's most visible models and spokeswomen. The VS Angels made their début in 1999 in the fourth annual Victoria's Secret Fashion Show. Daniela Pestova, Karen Mulder, Laetitia Casta, Heidi Klum, Stephanie Seymour, and Tyra Banks are among the "Angels" from the original promotion. In May 2007, the Victoria's Secret Angels, including Adriana Lima, Selita Ebanks, Alessandra Ambrosio, Izabel Goulart, and Karolina Kurkova were chosen to be part of People Magazine's annual "100 Most Beautiful People in the World" issue. On November 13, 2007, Victoria's Secret Angels became the first trademark awarded a star on the Hollywood Walk of Fame. The 'Angels' are among the world's best-paid models.

==Current models==

Heidi Klum – (1999–present)

Adriana Lima – (2000–present)

Alessandra Ambrosio – (2004–present)

Miranda Kerr – (2007–present)

Marisa Miller – (2007–present)

Doutzen Kroes – (2008–present)

The models started working for the company before being contracted as Angels. Listed below are the years the current Angels started shooting and working for the company. Their first runway show for the company is the second year listed below. The years the models were contracted into Angels are listed above.

Heidi Klum – 1997, First Runway: 1997

Adriana Lima – 1998, First Runway: 1999

Alessandra Ambrosio – 2001, First Runway: 2000

Miranda Kerr – 2005, First Runway: 2006

Marisa Miller – 2001, First Runway: 2007

Doutzen Kroes – 2004, First Runway: 2005

Former

Helena Christensen – (1998)

Yasmeen Ghauri – (1998)

Rebecca Romijn – (1998)

Laetitia Casta – (1998–1999)

Karen Mulder – (1998–2000)

Stephanie Seymour – (1998–2000)

Daniela Peštová – (1998–2003)

Tyra Banks – (1998–2005)

Maria Inés Rivero – (2000)

Gisele Bündchen – (2000–2007)

Izabel Goulart – (2005–2008)

Karolína Kurková – (2005–2009)

Selita Ebanks – (2005–2009)

Victoria's Secret Fashion Show

==List of Victoria's Secret Fashion Show models==

In 1995, Victoria's Secret held its first fashion show; the world press reported it as the "lingerie event of the century." In 1999, the VS company made broadcast history in simultaneously broadcasting a live fashion show online and at Times Square, drawing some 1.5 million viewers, after being advertised during the Super Bowl American football game.

In 2000, the show was held in Cannes, France, during the Cannes Film Festival to raise money for the Cinema Against AIDS charity; it raised $3.5 million.

In 2001, the Victoria's Secret Fashion Show made its broadcast television debut on ABC, drawing millions of viewers and middle-brow controversy; the Federal Communications Commission receives many complaints about each broadcast every time.

In 2004, instead of the annual fashion show, The Angels (Tyra Banks, Heidi Klum, Gisele Bündchen, Adriana Lima, and Alessandra Ambrosio) did an Angels Across America Tour, a grassroots campaign for the brand visiting four major cities, New York, Miami, Las Vegas and Los Angeles.

In 2005, the Rutgers University Drumline made a guest appearance for the show's finale. This was Tyra Banks' last runway appearance.

The 2007 show featured a performance by the Spice Girls and gained prominence as the first American TV debut of the band after their comeback. Kanye West was also scheduled to perform at the event, but cancelled his appearance due to his mother's death. Will.i.am was called to perform in his place.

The fashion show features mostly lingerie and a multi-million-dollar "Fantasy Bra." one model is chosen among the angels to wear the Fantasy Bra. It is first advertised in the Victoria's Secret Catalog and since 2001 it has been shown in the Victoria's Secret Fashion Show. Heidi Klum is the only Victoria's Secret Angel who has worn three Fantasy Bras. Gisele Bündchen and Karolina Kurkova each have worn two Fantasy Bras. In 2006, Victoria's Secret's sub-brand Pink made its debut on the runway. The show has since evolved into a lavish event with elaborate costumed-lingerie, varying music, and set design according to the different themes running within the show. The show attracts hundreds of celebrities and entertainers, with special performers and/or acts every year. The giant angel wings worn by the models, as well as other wings of various forms and sizes such as butterfly, peacock, or devil wings, are Victoria's Secret's fashion trademark. The fashion show is also a meeting of today's supermodels, who are always posing in the middle, after the final walk.

In the past, most of the clothing exhibited was not for sale, but in 2005, the show featured the clothing for sale in the catalogue.

A fashion show is an event put on by a fashion designer to showcase his or her upcoming line of clothing during Fashion Week. Fashion shows debut every season, particularly the Spring/Summer and Fall/Winter seasons. This is where the latest fashion trends are made. The two most influential fashion weeks are Paris Fashion Week and New York Fashion Week, which are both semiannual events.

In a typical fashion show, models walk the catwalk dressed in the clothing created by the designer. Occasionally, fashion shows take the form of installations, where the models are static, standing or sitting in a constructed environment. The order in which each model walks out wearing a specific outfit is usually planned in accordance to the statement that the designer wants to make about his or her collection. It is then up to the audience to not only try to understand what the designer is trying to say by the way the collection is being presented, but to also visually deconstruct each outfit and try to appreciate the detail and craftsmanship of every single piece. A wide range of contemporary designers tend to produce their shows as theatrical productions with elaborate sets and added elements such as live music or a variety of technological components like holograms, for example.

Because "the topic of fashion shows remains to find its historian", the earliest history of fashion shows remains obscure.

In the 1800s, "fashion parades" periodically took place in Paris couture salons.

American retailers imported the concept of the fashion show in the early 1900s. The first American fashion show likely took place in 1903 in the New York City store Ehrlich Brothers. By 1910, large department stores such as Wanamaker's in New York City and Philadelphia were also staging fashion shows. These events showed couture gowns from Paris or the store's copies of them; they aimed to demonstrate the owners' good taste and capture the attention of female shoppers.

By the 1920s, retailers across the United States held fashion shows. Often, these shows were theatrical, presented with narratives, and organized around a theme (e.g. Parisian, Chinese, or Russian). These shows enjoyed huge popularity through mid-century, sometimes attracting thousands of customers and gawkers.

In the 1970s and 1980s, American designers began to hold their own fashion shows in private spaces apart from such retailers. In the early 1990s, however, many in the fashion world began to rethink this strategy. After several mishaps during shows in small, unsafe locations, "the general sentiment was, 'We love fashion but we don't want to die for it,'" recalls Fern Mallis, then executive director of the Council of Fashion Designers of America. In response to these shows, the New York shows were centralized in Bryant Park during fashion week in late 1993. Lately from the 2000 to today, fashion shows are usually also filmed and appear on specially assigned television channels or even in documentaries.

ALL ABOUT SUPERMODELS

Gisele Bundchen, the world's highest-paid model since 2004. The term supermodel (also spelled super-model, super model refers to a highly-paid fashion model who usually has a worldwide reputation and often a background in haute couture and commercial modeling. The term became prominent in the popular culture of the 1980s. Supermodels usually work for top fashion designers and labels. They have multi-million dollar contracts, endorsements and campaigns. They have branded themselves as household names and worldwide recognition is associated with their modeling careers. They have been on the covers of various magazines. Claudia Schiffer stated, "In order to become a supermodel one must be on all the covers all over the world at the same time so that people can recognise the girls."

History

Origins of term and first supermodel

An early use of the term "supermodel" appeared in 1891 in an interview with artist Henry Stacy Marks for The Strand Magazine, in which Marks told journalist Harry How, "A good many models are addicted to drink, and, after sitting a while, will suddenly go to sleep. Then I have had what I call the 'super' model. You know the sort of man; he goes in for theatrical effect;..." According to Model: The Ugly Business of Beautiful Women by Michael Gross, the first known use of the term "supermodel" was in 1943 by an agent named Clyde Matthew Dessner in a "how-to" book he wrote about modeling. However, in October 1942, a writer named Judith Cass had used the term "supermodel" for her article in the Chicago Tribune, which headlined "Super Models are Signed for Fashion Show". In 1947, anthropologist Harold Sterling Gladwin wrote "supermodel" in his book Men Out of Asia. In 1949, the magazine Hearst's International Combined with Cosmopolitan referred to Anita Colby, the highest paid model at the time, as a "supermodel": "She's been super model, super movie saleswoman, and top brass at Selznick and Paramount."

The term "supermodel" had been used several times in the media in the 1960s and 1970s. In May 1967, the Salisbury Daily Times referred to Twiggy as a supermodel; the February 1968 article of Glamour magazine listed all 19 "supermodels"; the Chicago Daily Defender wrote "New York Designer Turns Super Model" in January 1970; The Washington Post and Mansfield News Journal used the term in 1971; and in 1974 both the Chicago Tribune and The Advocate also used the term "supermodel" in their articles. American Vogue used the term "supermodel" on the cover page to describe Margaux Hemingway in the September 1, 1975 edition. Jet also described Beverly Johnson as a "supermodel" in the December 22, 1977 edition.

In 1979, model Janice Dickinson claimed to have coined the term "supermodel" as a compound of Superman and model. During an interview with Entertainment Tonight, Dickinson stated that her agent Monique Pilar of Elite Model Management asked her, "Janice, who do you think you are, Superman?" She replied saying, "No... I'm a supermodel, honey, and you will refer to me as a supermodel and you will start a supermodel division." Dickinson also claims to be the first supermodel.

Lisa Fonssagrives is widely considered the world's first supermodel. She was in most of the major fashion magazines and general interest magazines from the 1930s to the 1950s, including Town & Country, Life, Vogue, the original Vanity Fair, Harper's Bazaar, and Time. Dorian Leigh has also been called the world's first supermodel, as well as Gia Carangi and Jean Shrimpton.

In the 1970s, some models became more prominent as their names became more recognizable to the general public. Sports Illustrated editor Jule Campbell abandoned then-current modeling trends for its fledgling Sports Illustrated Swimsuit Issue by photographing "bigger and healthier" California models and printing their names by their photos, thus turning many of them into household names and establishing the issue as a cornerstone of supermodel status.

In 1975, Margaux Hemingway landed a then-unprecedented million-dollar contract as the face of Fabergé's Babe perfume and the same year appeared on the cover of Time magazine, labelled one of the "New Beauties," giving further name recognition to fashion models.

Lauren Hutton became the first model to receive a huge contract from a cosmetics company and appeared on cover of Vogue 25 times. Iman is considered to have been the first supermodel of color.

Donyale Luna became the first African American model to appear in Vogue, Naomi Sims, who is sometimes regarded as the first black supermodel, became the first African American to feature on the cover of Ladies' Home Journal in 1968. The first African American model to be on the cover of American Vogue was Beverly Johnson in 1974.

1980s

Christie BrinkleyIn the early 1980s, Inès de la Fressange was the first model to sign an exclusive modeling contract with an haute couture fashion house, Chanel. During the early 1980s, fashion designers began advertising on television and billboards. Catwalk regulars like Gia Carangi, Cheryl Tiegs, Carol Alt, Christie Brinkley, Kim Alexis, Paulina Porizkova, Brooke Shields, Heather Locklear, and Elle Macpherson began to endorse products with their names, as well as their faces, through the marketing of brands such as the beverage Diet Pepsi to the extension of car title Ford Trucks. As the models began to embrace old-style glamour, they were starting to replace film stars as symbols of luxury and wealth. In this regard, supermodels were viewed not so much as individuals but as images.

1990s

Linda EvangelistaBy the 1990s, the supermodel became increasingly prominent in the media. The title became tantamount to superstar, to signify a supermodel's fame having risen simply from "personality." Supermodels did talk shows, were cited in gossip columns, partied at the trendiest nightspots, landed movie roles, inspired franchises, dated or married film stars, and earned themselves millions. Fame empowered them to take charge of their careers, to market themselves, and to command higher fees.

When Linda Evangelista mentioned to Vogue that "we don’t wake up for less than $10,000 a day," she may have been playfully pretending the role of an up-scale union representative, but the 1990 comment became the most notorious quote in modeling history. The defining year and turning point for models, fashion, and popular culture was 1990 when the combined power, beauty and influence of 5 women created such an impression on the world that a new word was coined especially for them: supermodel. 1990 began with a January British Vogue cover presenting five of the top modeling stars of the era hand-picked and photographed by Peter Lindbergh. The now famous cover created such a stir, pop star George Michael cast the same five models in his music video for his international hit song, "Freedom! '90." The five models were Naomi Campbell, Cindy Crawford, Christy Turlington, Linda Evangelista, and Tatjana Patitz. In 1990, their status as top models ended and a new era for the supermodel began. Each attained world-wide fame and fortune, sharing covers of all the international editions of Vogue, walking the catwalks for the world's top designers, and becoming known by their first names alone.

In 1991, Christy Turlington signed a contract with Maybelline that paid her $800,000 for twelve days' work each year. Four years later, Claudia Schiffer reportedly earned $12 million for her various modeling assignments. Authorities ranging from Karl Lagerfeld to Time had declared the supermodels more glamorous than movie stars.

As the 1990s progressed, the supermodels were joined by Claudia Schiffer and then Kate Moss. They were the most heavily in demand, collectively dominating magazine covers, fashion runways, editorial pages, and both print and broadcast advertising. Excluding Moss, they are known as the "original supermodels".

Laetitia Casta.In the late 1990s, actresses, pop singers, and other entertainment celebrities began gradually replacing models on fashion magazine covers and ad campaigns. The pendulum of limelight left many models in anonymity. A popular "conspiracy theory" explaining the supermodel's disappearance is that designers and fashion editors grew weary of the "I won't get out of bed for less than $10,000 a day" attitude and made sure no small group of models would ever again have the power of the Big Six.

Charles Gandee, associate editor at Vogue, has said that high prices and poor attitudes contributed less to the decline of the supermodel. As clothes became less flashy, designers turned to models who were less glamorous, so they wouldn't overpower the clothing. Whereas many supermodels of the previous era were American-born, their accents making for an easier transition to stardom, the majority of models began coming from non-English speaking countries and cultures, making the crossover to mainstream spokesperson and cover star difficult. However, the term continued to be applied to notable models such as Laetitia Casta, Eva Herzigová, Carla Bruni, Tatiana Sorokko, Nadja Auermann, Helena Christensen, Adriana Karembeu, and Milla Jovovich.

2000s and present day

Emerging in the late 1990s, Gisele Bündchen became the first in a wave of Brazilian models to gain popularity in the industry and with the public. With numerous covers of Vogue under her belt, including an issue that dubbed her the "Return of the Sexy Model," Bündchen was credited with ending the "heroin chic" era of models. Following in her footsteps by signing contracts with Victoria's Secret, fellow Brazilians Adriana Lima and Alessandra Ambrosio rose to prominence; however, this "new trinity" were unable to cross over into the world of TV, movies and talk shows as easily as their predecessors due to their foreign accents. Several seasons later, they were followed by Eastern Europeans barely into their teens, pale, and "bordering on anorexic. They were too young to become movie stars or date celebrities; too skeletal to bag Victoria's Secret contracts; and a lack of English didn't bode well for a broad media career". The opportunities for super-stardom were waning in the modeling world, and models like Heidi Klum and Tyra Banks took to television with reality shows like Project Runway and America's Next Top Model, respectively, to not only remain relevant but establish themselves as media moguls.

Contrary to the fashion industry's celebrity trend of the previous decade, lingerie retailer Victoria's Secret continues to groom and launch young talents into supermodel status, awarding their high-profile "Angels" multi-year, multi-million-dollar contracts. In addition to Klum, Banks, Bündchen, Lima, and Ambrosio, these models have included Karolína Kurková, Miranda Kerr, Selita Ebanks, and Marisa Miller. Although some, such as Claudia Schiffer, argued that Bündchen is the only model who comes close to earning the supermodel title,

Criticism of the supermodel as an industry has been frequent inside and outside the fashion press, from complaints that women desiring this status become unhealthily thin to charges of racism, where the "supermodel" has generally to conform to a Northern European standard of beauty. According to fashion writer Guy Trebay of The New York Times, in 2007, the "android" look is popular, a vacant stare and thin body serving, according to some fashion industry conventions, to set off the couture. This was not always the case. In the 1970s, black, heavier and "ethnic" models predominated the runways but social changes since that time have made the power players in the fashion industry flee suggestions of "otherness".

The popular media often applies the term loosely to some who fall short of supermodel status. Geraldine Maillet, the celebrated French writer and former model, relates with humour and cynicism the rise and decline of the supermodels in her book Presque Top Model.